PALO ALTO, U.S. -- With its newest, most expensive iPhone, Apple is making a deliberate push into a higher price range to try to set itself apart in a maturing smartphone market.
Unveiled Tuesday, the iPhone X, pronounced "10" for the 10th anniversary of the series debut, is the first to sport an organic light-emitting diode display, whose shape can be more easily manipulated. Priced at $999 and up, the device is nearly the same size as the iPhone 7 but has a bigger screen -- 5.8 inches versus 4.7 inches -- thanks to extra real estate gained by dropping the home button. The new model also gets two more hours of battery life.
The front of the iPhone X contains facial recognition technology to replace Touch ID. Users can unlock their phone as well as use Apple Pay and other apps by peering into the screen, a feature dubbed Face ID. Apple has also used this technology to develop so-called animojis, or emojis that mirror users' own facial expressions through the front camera.
The back of the iPhone X, meanwhile, is outfitted with a glass casing that allows for wireless charging. The device also boasts a depth-sensing camera system and augmented-reality functions that make use of sensors.
The high-end model comes in 64-gigabyte and 256GB versions. Pre-orders begin Oct. 27 and sales will kick off Nov. 3.
Apple also introduced the iPhone 8 and 8 Plus, which are more similar to the iPhone 7 models. The iPhone 8 has a 4.7-inch screen while the 8 Plus has a 5.5-inch one. In addition to faster processing speeds, new camera features and better augmented-reality functions, an updated design with a glass back allows for wireless charging as with the X.
The iPhone 8 and 8 Plus will start at $699 and $799, respectively -- higher price points than previous models since Apple is offering a minimum of 64GB of memory, doing away with the 32GB version. Pre-orders for both begin Friday and sales start Sept. 22.
NQN staff writer Atsushi Jinno in New York contributed to this article.